Blue Nile SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 9957

SWOT Analysis of Blue Nile with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Blue Nile

Parent Company

Blue Nile


Jeweler and diamonds(USA)


Lifestyle and Retail

Tagline/ Slogan

A smarter way to buy diamonds; Education. Guidance. Diamonds and Fine Jewelry; It starts with the diamond in your mind


Customization done by excellent and experienced craftsmanship

Blue Nile STP


Men and woman with viable financial condition and who are more technologically sound and who are often purchasers from online portal

Target Group

Men and Woman from an affluent class


Exquisite designs, certified jeweler.

Blue Nile SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Blue Nile. Strengths are:

1. One of the largest sellers of diamonds using online interface in USA.
2. Choices of over 33,000 options in diamonds are available

3. No Inventory and space issue since they directly deal with wholesalers of the respective areas for shipping it to the end user.
4. Seasonal dynamic gift centre

5. Strong brand presence in US


Here are the weaknesses of Blue Nile :

1. Since its online purchase, people cannot compare the product or cannot match with other products till it’s being packaged and sent
2.Many customers still have this instinct to see the product and wants the extra services the company willingly gives


Following are the Opportunities of Blue Nile :

1. More advertising needs to be done.
2. Use of social networking sites can be used to spread the awareness among youngsters.

3. Going global and overseas.


The threats of Blue Nile are as mentioned :

1. Damage caused to problems at times of shipping
2.Spike in the prices of gold
3.Prices of Fuel and euro crisis also is a threat.

Blue Nile Competition


Below are the 3 main Blue Nile competitors :

1. Tiffany and co
2.Signet Group – Kay  Jeweler
3.Zale Jeweler stores

The brandguide table above concludes the Blue Nile SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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